People can tweet at Mr. Peanut with foods they would cover in Cheez Balls' signature powder to win a shaker full of the stuff.
A campaign debuting ahead of the league's 100th season promotes the more than 10,000 licensed products available in Lowe's stores and online.
Lack of access to information is a hurdle for creatives, with 40% citing a desire to see more reporting data.
Rapper Fat Joe also makes an appearance in the campaign created with agency of record Pereira O'Dell.
Other snack brands have turned to packaging innovation and cause-led initiatives to stand out in the crowded back-to-school season.